Paper  boat  

Crea+ve  Campaign  2nd  August,  2014  

•  Geek  created  a  new  campaign  for  Paperboat,  keeping  in  mind  the  digital  medium.    

Geek  felt  that  while  it  is  essen+al  to  s+ck  to  the  core  messaging  idea  about  memories  and  nostalgia,  it  is  important  to  portray  it  in  a  fun,  engaging  and  unique  way,  for  it  to  work  in  the  digital  space.    

Paper  boat  is  all  about  the  memories  one  has  of  the  +me  that  they  grew  up.    

 It  has  an  air  of  nostalgia  in  it.      Everyone  likes  to  go  down  memory  lane  and  exclaim,  “Those  were  the  days!”  

The  concept:  

Everybody  loves  stories.      Everybody  loves  to  hear  stories  and  everyone  loves  to  narrate  them!    

Based  on  this  insight,  Geek  has  created  a  campaign  which  will  work  all  across  digital  and  invite  a  lot  of  conversa+on.    

The  campaign  idea!  

The  campaign  is  called  ‘Once  upon  a  Time’.    This  stems  from  the  brand  communica+on  revolving  around  memories.    

The  Once  Upon  A  Time  campaign  will  have  a  lot  of  memories  which  are  crowd-­‐sourced  from  people.    

 We  can  invite  a  lot  of  responses  from  people  to  share  their  stories  and  create  art  around  them.    

Everybody  from  teenagers  to  parents  to  dads  to  working  corporates,  etc  can  be  reached  out  to!    

A  lot  of  digital  engagement  can  be  made  in  terms  of  crea+ng  a  montage  of  videos  which  are  collec+ons  of  these  stories.    

•  Here  are  some  mood  boards  to  give  a  sense  of  the  concept.  

•  PS:  This  is  not  artwork.  Its  just  a  reference  to  bring  out  the  concept.    

Once upon a time, there Was no better book than Tinkle Digest for us!

Once upon a time, Jaspal Bhatti was our only source of entertainment!

Once upon a time, train trips meant buying Chacha Choudhary books at the station.

Once upon a time, we used pencils to sort out cassette reels!

Once upon a time, we used to run down to the local shop with 1 rupee to make a call.

Once upon a time, We used to play Laghori on the streets and break window panes of neighbours!

Once upon a time, we used to distribute 2 Ravalgaon sweets in schools to celebrate our birthdays!

Once upon a time, we used to pretend to smoke by having Phantom cigarettes.

The  Once  Upon  A  Time  campaign  can  have  a  great  scope  in  the  digital  space  simply  because  it  is  extendable,  invites  people  par+cipa+on  and  s+ll  s+cks  to  the  brand  communica+on.    

Photo  contest:  

Photo  contest:  

A  contest  can  be  conducted  on  Facebook  which  takes  you  on  a  trip  down  memory  lane.    

 For  this  contest,  we  can  ask  people  to  share  a  childhood  picture  of  a  nostalgic  memory.    

 Eg:  Once  upon  a  +me,  I  used  to  play  with  marbles  with  all  the  neighbouring  kids  in  my  locality  (pic).  

 

Website  

Website  

To  create  some  engagement  on  the  website,  Geek  came  up  with  a  fun  idea  for  the  Paperboat  website.    

Website  

We  will  be  running  ‘The  Paperboat  of  Memories’  ac+vity  on  the  website.    

 One  can  hop  onto  a  paperboat  of  memories  by  tagging  friends/  family  with  whom  they  have  certain  memories  along  with  a  small  picture  of  the  person.    

 They  can  upload  their  friends  picture  and  write  out  the  memory.    

Website  

A  paperboat  with  their  faces  will  be  put  up  on  a  paperboat,  which  they  will  like,  share  and  comment  on.    

 Hundreds  of  such  paperboats  can  be  seen  on  the  homepage  of  the  website,  as  mul+ple  people  can  form  their  own  memory  paperboats.    

 This  will  create  a  buzz  and  some  engagement.  

Offline  ac+vity:  

Offline  ac+vity:  

Paper  boat  can  try  and  bring  back  the  nostalgia  of  olden  +mes  by  having  a  drive-­‐in  movie  night  in  the  city.    

 People  can  come  and  park  their  cars  in  an  open  ground  and  sit  on  the  grass  and  watch  movies  on  the  big  screen.    

 Paper  boat  drinks  can  be  served.      This  will  make  people  remember  the  good  +mes.    

Recrea+ng  memories:  Offline  ac+vity  

Paperboat  can  help  you  re  live  your  memory.    How?  People  can  send  us  their  childhood  memory  and  tell  us  why  they  would  want  to  re  live  it.    

Eg:  My  favourite  memory  is  a  picture  of  my  gradua+on  with  my  friends  in  Manipal.    

Recrea+ng  memories:  Offline  ac+vity  

We  will  pick  up  1  best  memory  and  help  them  to  re-­‐live  it  by  taking  them  to  that  same  place  and  taking  a  picture  for  them.    

Twi_er  buzz:  

Twi_er  buzz:  

On  Twi_er,  we  can  run  hastags  for  a  week  where  we  give  them  a  word  and  ask  people  to  send  us  a  memory  related  to  that.    

 Eg:  #CollegeDays:  We  played  pranks  in  the  college  labs  and  stuck  ‘Who  dun  it’  notes  on  the  beakers  #CollegeDays!  

 Sharing  a  2rupee  Pepsi  cola  every  day  in  the  canteen  #CollegeDays  

App:  

App:  

A  fun  game  app  can  be  created,  where  people  can  race  a  paperboat  down  a  river  with  a  friend  (2  player).    

 The  difficulty  levels  can  get  higher  as  more  levels  are  crossed.    

Drinks:  

Make  ur  own  drink-­‐  paperboat  twist  

Drinks:  

Playing  memory  cards  

Sweet  like  aam      

Khad  meethi  imli  

Gree+ng  cards:  

For  a  flavourful  occasion:    To  my  khad  meethi  imli  

Gree+ng  cards:  

Art:  splash  

Thanks!